Psy 211 - Motivations in Advertising

Motivations in Advertising

Tyson Sylvester

PSY 211

April 28, 2015

Professor Babers

Motivations in Advertising

The advertising community develops campaigns to motivate us into purchasing a product, regardless if we need it or not. What is it the advertising community considers when they script an ad campaign? Companies tend to focus their ad based on human emotion, engagement to the product and how the product fits into society. The commercial I chose, “Lost Dog”, was produced by Budweiser for the 2015 Super Bowl.

"Lost Dog" is a heartwarming story of a lost yellow lab puppy that becomes separated from its owner after climbing on the back of horse trailer. At the beginning of the ad, we can see that there is a connection of friendship between the puppy and the Clydesdale horse. When the puppy is driven off in the trailer, the horse instinctively feels that something is wrong and prompts the owner that the puppy is gone. As the story progresses, we see the puppy running through the streets as if on a mission to get back home. Along the way, the puppy encounters heavy rain, muddy fields, and an angry wolf. Toward the end of the ad, we see the horse sensing the puppy is in danger and breaks free to go to the puppy's rescue. At the end of the commercial the strong connection between the puppy, the horse, and the owner is evident. This commercial was one that truly played on emotions and displayed absolute true love between animals and owner (Budweiser, 2015).

The primary focus of this ad was to play on our heartstrings, making us feel sadness and joy in the same brief moment. The motivations illustrated in the commercial are social, fear, joy, and the desire to be loved. Social motivation is displayed by the puppy's desire to belong and to be accepted by the horse and owner. Fear is demonstrated throughout the ad as the puppy wandered the streets and again when the wolf confronts it. Next, we see the joy on the puppy's face when it